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Human-Centred Web Adaptation and PersonalizationThe E-Commerce Case

Human-Centred Web Adaptation and Personalization: The E-Commerce Case [Ensuring that the design of E-Commerce environments is in-line with the task at hand, providing satisfactory guidance and user experience to customers is critical for a company’s success. Despite the popularity of online shopping, especially due to the increasing use of mobile channels and platforms, research reveals that astonishingly between 60 % and 70 % of online users terminate their purchasing process, abandoning their shopping carts. The most important reasons appear to be that users do not have a clear understanding or direction through the purchasing process, or they have difficulties on locating and collecting the respective information for their targeted items or services. Current personalization approaches try to solve at some extent these problems, but still most of them fail to provide solutions aligned to the unique capabilities and characteristics of the end-users. Hence, taking into consideration that human-computer interactions within E-Commerce settings are in principal cognitive tasks, it is vital to follow human-centred adaptation and personalization design guidelines to model and develop such user interactions. This way, we will be able to more inclusively tackle the customers’ needs, requirements and perceptions, while at the same time companies will benefit from more sustainable buying behaviors. Among the numerous dimensions of individual differences in cognitive processing found in the literature, this chapter proposes design guidelines driven by high-level cognitive factors and elementary cognitive processes of the human mind, discussing how researchers and professionals could integrate them in the user interface design of E-Commerce environments.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Human-Centred Web Adaptation and PersonalizationThe E-Commerce Case

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Publisher
Springer International Publishing
Copyright
© Springer International Publishing Switzerland 2016
ISBN
978-3-319-28048-6
Pages
235 –285
DOI
10.1007/978-3-319-28050-9_7
Publisher site
See Chapter on Publisher Site

Abstract

[Ensuring that the design of E-Commerce environments is in-line with the task at hand, providing satisfactory guidance and user experience to customers is critical for a company’s success. Despite the popularity of online shopping, especially due to the increasing use of mobile channels and platforms, research reveals that astonishingly between 60 % and 70 % of online users terminate their purchasing process, abandoning their shopping carts. The most important reasons appear to be that users do not have a clear understanding or direction through the purchasing process, or they have difficulties on locating and collecting the respective information for their targeted items or services. Current personalization approaches try to solve at some extent these problems, but still most of them fail to provide solutions aligned to the unique capabilities and characteristics of the end-users. Hence, taking into consideration that human-computer interactions within E-Commerce settings are in principal cognitive tasks, it is vital to follow human-centred adaptation and personalization design guidelines to model and develop such user interactions. This way, we will be able to more inclusively tackle the customers’ needs, requirements and perceptions, while at the same time companies will benefit from more sustainable buying behaviors. Among the numerous dimensions of individual differences in cognitive processing found in the literature, this chapter proposes design guidelines driven by high-level cognitive factors and elementary cognitive processes of the human mind, discussing how researchers and professionals could integrate them in the user interface design of E-Commerce environments.]

Published: Feb 20, 2016

Keywords: E-Commerce; Design; Guidelines; Checkout; User study

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